From the course: Marketing Foundations: Consumer Behavior

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How organizations buy

How organizations buy

From the course: Marketing Foundations: Consumer Behavior

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How organizations buy

- If you work in a B2B or business-to-business industry, you'll be more effective if you understand how people behave when they're buying products and services for their organizations. Just like consumers, organizations follow the traditional steps of need recognition, information search, evaluate the alternatives, purchase, and post-purchase behavior. Just like consumers, organizations need to be motivated if they're going to buy. And that starts with the perceived lack of something. When buying products and services organizations tend to use a group of people to do all the buying steps. Think of it as a decision-making unit, or DMU with different roles. For example, a buyer is the person responsible for making the transaction. But they're usually not the ones using the product. That DMU member, the user, is very important because the product ultimately has to meet their needs. A DMU will also have influencers and…

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